Content Platforms as Brand Partnerships

Reg&Co Ltd is a sponsorship, brand partnership, and fundraising consultancy, helping organisations realise commercial value from partnerships – including from content platforms created alongside brands and sponsorship properties.

Brand partnerships, like sponsorship, can be a good revenue driver, but they can also drive other benefits for organisations such as marketing reach, content co-creation, product development, and audience engagement.

A positive example of a content platform creating innovative partnerships is The Gut Stuff.


“The Gut Stuff is on a mission to make gut health more palatable. Because it doesn’t matter how much science reveals about the importance of the microbiome unless we can all understand how to act upon the strides we’re making. We are keen to work with brand partners to help spread the word and give us the opportunity to provide sensible, credible advice and information. Working with us gives brands the opportunity to reach our engaged and influential audience if, as brands, we all want to create this category properly we all need to work together. Lisa Macfarlane, Founder The Gut Stuff” – Lisa and Alana Macfarlane Co-Founders of The Gut Stuff 

The Gut Stuff is an online content platform – a rich portal and as a result of being dynamic and passionate presenters, they are selling out their events and building partnerships with high profile brands such as Kelloggs, Wild Fizz Kombucha and Biotiful Dairy. They have integrity, knowledge and a passionate following, which means they’re a desirable platform for partners wanting to engage with their discerning and influential audience. Their events are ticketed and they often co-produce them with brand partners making them content-rich and shareable to large audiences.

Working with brand partners to collaborate and co-create campaigns or events is key to realising increased consumer engagement and sustainable revenue streams.

Another great example of a content platform is the partnership between Sea Life and Olympus.

Content Platforms: Sealife Beluga Whales
Content Platforms: Sealife & Olympus Beluga Whales Partnership

Reg&Co on behalf of Sea Life/Sea Life Trust engaged with Olympus to get the camera brand excited about 2 beluga whales being transferred from an aquarium in Shanghai to an ocean sanctuary in Iceland. The resulting campaign has evolved to launch the latest Olympus underwater camera, using Olympus ambassador, Tesni Ward to become the official photographer for the journey.

The partnership also includes an Olympus gallery exhibition to promote imagery of the journey that will later be produced into a hardback book which will be sold to raise funds for the sanctuary. The partnership is intertwined across the Sea Life aquariums globally whilst also benefiting the Sea Life Trust around increased awareness, PR, marketing and a donation from cameras purchased.

Georgina Pavelin UK Marketing Lead from Olympus: ‘Olympus is extremely excited to be the exclusive imaging sponsor of the project and is working with our wildlife photography ambassador Tesni Ward to document the entire journey resulting in an exhibition at our London gallery to share this amazing story. Animal welfare is an extremely important issue not only to Olympus but also for Tesni and we look forward to sharing her imagery to depict the emotion and process in securing these animals into their new home in Iceland’.

Created in partnership with the Whale & Dolphin Conservation (WDC), the SEA LIFE TRUST Beluga Whale Sanctuary is one of the biggest developments in captive whale and dolphin care and protection in decades and the first of its kind to be created for cetaceans.

Please get in touch if you would like to hear more from clients of Reg&Co – Transport for London and Landsec on how they are diversifying revenue streams and adapting to meet current market challenges. Register here for our London sponsorship event on 3rd October 2019, from 8 am-10 am.